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consumer markets, B2B Business to Business markets, suppliers, retailers, and even governmental bodies Charter et al., 2001.
Businessdicyionarry.com accessed 2010 describes green marketing as promotional activities aimed at taking advantage of the changing consumer
attitudes toward a brand. These changes are increasingly being influenced by firms policies and practices that affect the quality of the environment, and reflect
the level of its concern for the community. Another definition described by marketingeye.com accessed 2014, Green
or environment marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.
Green marketing refers to integrating business practices and products that are friendly to the environment while also meeting the needs of the consumers.
Pearson Education, accessed 2014
2.3 Green Purchasing Behavior
Many other literatures about environmental behavior mostly speaking about environmental behavior in general, a few have been addressed specifically
about green purchasing behavior Lee, 2009. Green purchasing behavior can be translated to the act of consuming products that are conservable, beneficial for the
environment, and responding to environmental concern Lee, 2009. Responding to environmental concern, one of the ways related to waste management system is
by doing the 3R Reduce, Reuse, and Recycle. Now days, social influence has
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been found as the most important factor that affect green purchasing behavior of adolescent, however there are several more factors which are: Environmental
attitude, Environmental concern, Perceived responsibility, Perceived effectiveness of environmental behavior, and concern of self-image in environmental protection
Lee, 2008.
2.4 Social Influence
An important determinant of an individual’s behavior is the influence of others. This belief can be proof with the use of well-known spokespersons
endorsing products and portrayal of products being consumed in social situation Bearden et al 1989. This clarify a major part of consumer susceptibility of
interpersonal influence, which advocates a bilateral-directional interaction and can also occur between the environmental and personal characteristics Bandura,
1997; 1986; 1989 Cheah and Phau 2005 stated that social influences and physical
structures within the environment will develop and modify human expectation, beliefs, and cognitive competencies. Thus, it can be assumed that attitudes toward
buying decisions are strongly influenced by their social environments, which include family, friends, and peer networks. Moreover, interpersonal processes and
relationships between opinion leaders and professionals have a significant impact on attitude towards buying decisions.
According Ryan 2001, as cited by Dahlia 2011, the social dynamic in which individual associated with other people by presenting similar qualities is
identified as homophile. It also can be known as situations that a person shares the
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same thoughts, beliefs and values as the person that heshe are communicating with.
The research which has been done by Lee2008 found out that the most important factor for Hong Kong’s adolescent’s green purchasing behavior is peer
influence. Therefore the hypothesis was developed: H
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: Social influences have a positive influence with green purchasing behavior.
2.5 Environmental Attitude
